1
Keeping Jeep Cool

• Christine MacKenzie
• Executive Director Multi Brand Marketing
  Agency Relations
• Chrysler Group

2
Product Expansion

• From 3 vehicles to 7 in 18 months

3
Growth Process

• Identifying a new audience
• Go beyond the core jeeper
• Connecting with this new target
• Use of new media and measuring results
• Making the message relevant to audience
• Maintain Jeep core while expanding its appeal

4
Who is this target?

• Younger
• More Connected
• New to Jeep

5
Wrangler

• Product Jeep Wrangler Unlimited (4 Dr)
• Connection Website video, music action sports
• Tactics
• Lifestyle video on website Weekend with
  Wrangler
• Sirius promotion w/Tony Hawk

6
Wrangler Results

• 700K visits in 16 days
• 16 of all Wrangler site visitors
• 60 watch entire video

7
Wrangler Sirius Radio Promotion
PARTNERSHIP
TV
OFFER
30 sec television execution featuring Tony Hawk
promoting Jeep Wrangler Unlimited and Sirius
Satellite Radio
Special incentive offer on Sirius subscription
Co-branded promotion with Sirius Satellite Radio,
Jeep and Tony Hawk
8
Compass

• Product Jeep Compass
• Connection
• LOST ARG
• Music Social Media
• Tactics
• Pre-Launch Partnership with ABC LOST
• Launch with Uncharted Music Tour

9
Compass "Lost ARG Experience

• Approach
• Prospects are avid viewers of ABCs Lost
• Engaged visitors by leveraging programs inherent
  elements of intrigue and surprise
• We worked with ABC writers to develop fiction on
  the fly content
• Clues were placed across the Web on YouTube,
  Wikipedia, Jeep.com, etc.
• 104 different Web properties involved in the
  campaign many created by the players

10
CompassThe Lost Experience
ON AIR
PRINT
ONLINE
WIRELESS
EVENTS
Spots for fictional foundation air within Lost,
driving consumers to 800 number and
LetYourCompass GuideYou.com
Consumers call 800 number for clues and hear a
Jeep radio spot while on hold
Additional clues are hidden in Compass ads in
People Entertainment Weekly. Story progressed
through NY Times ad
Let Your Compass Guide You.com microsite created
with clues. Secret video and podcast embedded in
Jeep.com
Experience characters appear at Uncharted concert
events and Apollo candy bars given out at Jeep
events
11
Compass Lost Results

• In one month, we generated seven-figure traffic
• Converted 40 of traffic to the Jeep site
• 80 of traffic was entirely new to Jeep
• Time spent on the site was more than 3x average

12
Compass Uncharted

• Approach
• Music Worked with GMR to engage eight emerging
  artists to participate in "Uncharted The Jeep
  Compass Music Tour".
• The tour began on August 24th with a kick-off
  concert in Central Park headlined by G. Love
  Special Sauce.
• Built supporting sites on MySpace and Facebook.

13
CompassUncharted Music Tour
ON AIR
ONLINE/ Social Networks
ONLINE/ Broadband
PRINT
EVENTS
One hour behind-the-scenes program airs through
syndication syndicated program
Profiles on MySpace and Facebook, provided tour
info, music downloads. Generated WOM promotion
One hour syndicated program Uncharted
distributed and promoted via Google video
Ad in New Yorks Village Voice to promote Central
Park kickoff event
Emerging artists music tour with 286 performances
and 62,000 attendees
14
Compass Uncharted Results

• 30K Friends
• 290K music plays
• 1M unique visits

15
Patriot

• The product Jeep Patriot
• The connection A web adventure experience
• The tactic Fully integrated TV, Print, Web -
  including Way Beyond Trail adventure

16
PatriotWay Beyond the Trail
ONLINE
PRINT
ON AIR
WEBSITE
Choose Your Own Adventure Patriot launch spots
drive consumers to Jeep.com where they can
experience interactive film
Consumers engage with interactive film and make
story choices throughout
Banner ads and 15 short webisodes engage
consumers driving them to interactive film on
Jeep.com
Magazine Connect the dots creative drives
consumers to interactive film on Jeep.com
17
Patriot ? Integration
WBT Online Experience

TV Ad
Trailer on YouTube
Jeep.com Homepage
Facebook Profile
18
Patriot The Way Beyond Trail

• Approach
• Drive all TV, Print, and Web advertising to a
  fun, one-of-a-kind online experience
  PatriotAdventure.com
• Allow visitors to define the story line (while
  subtly learning about the new Jeep Patriot)
• Provide visitors with options to engage
• Customize with name, photo, etc., or they can
  engage anonymously
• Invite their friends to try the experience
• Go directly to Jeep.com to learn about the new
  product

19
PatriotResults

• Results to-date
• Total Visitors gt ½ mil already!
• Engaged Visitors - exceeded objective by 300...
  already!
• Incremental visitors to Jeep.com on track to
  exceed original objective